Mumbai: Television ad volumes for the auto industry grew by 34 per cent in the first half of 2021 (January-June) over the same period last year. The ad volumes for the auto sector had plunged by 42 per cent in H1’20 over the same period in 2019, according to data shared by TAM Media Research.
The auto industry maintained its ninth position in the overall share of TV ad volumes vis-a-vis other sectors. Its share of ad volumes was 4.8 per cent in H1 '19, 3.2 per cent in H1’20 and 3.1 per cent in H1 '21.
The number of auto advertisers and brands grew by 13 per cent over last year but has yet to recover completely compared to 2019. The number of auto advertisers and brands in H1’19 stood at 110 and 240, respectively. The number of auto advertisers and brands in H1’21 stood at 103 and 193, respectively.
The auto sector saw consistent growth in ad volumes for the January-February-March quarter growing by 19 per cent, 22 per cent and 23 per cent over the same months last year. The growth rates slowed down during the April-May-June quarter at 11 per cent, 7 per cent, and 16 per cent but still grew compared to the same months in 2020.
The top auto categories were cars and two-wheelers which had 34 per cent and 43 per cent share of ad volumes, respectively. The top 10 auto advertisers accounted for 72 per cent share of auto industry advertising volumes on TV. These advertisers included TVS Motor, Yamaha Motor India, Tata Motors, Hero Motocorp, Maruti Suzuki India, PCA Automobiles India, Renault India, Nissan Motor, Kia Motors Corporation, and Suzuki Motorcycle India. TVS Motor was the top advertiser with 18 per cent share, whereas it was in a seventh position last year.
The top genres for auto advertisers were news, movies and GEC which accounted for 75 per cent share of ad volumes. Out of this news alone had 50 per cent share of ad volumes. The most popular programmes for auto advertisers were news bulletins and feature films which accounted for 35 per cent and 17 per cent share of ad volumes, respectively. Auto advertisers were most prominent during the evening primetime, afternoon and morning time bands that accounted for 39 per cent, 18 per cent and 16 per cent share of ad volumes, respectively.
Auto advertisers most preferred 20-40 second ads followed by <20-second ads. These two ad formats account for 94 per cent of ads visible on TV.
(Figures are based on Secondages for TV; commercial ads only; excluding promos and social ads)
